The majority of the audience was drawn to the content via PR or organic social media: 144 million PR impressions, including a segment on Entertainment Tonight and articles on The Huffington Post, People.com, Out.com and Upworthy drove interest in the content, with viewers actively sharing with friends to help spread the word. Each new episode release was promoted across all partners' social media channels, including L/Studio and the It Gets Better Project, as well as the individual producers and celebrities to raise awareness among their own social followings.
Lexus knew they needed to expand their audience beyond the baby boomers who had built the brand. To do it they took a bold step in 2008 – acting less like a car company, and more like a movie studio. The result was the launch of L/Studio, a branded entertainment web channel featuring content created by the artists and celebrities young consumers love and follow.
By turning from a brand into a publisher, Lexus launched a vehicle capable of changing minds. The IT GOT BETTER docuseries was created for L/Studio in partnership with the It Gets Better Project and the creative team of Lisa Kudrow and Dan Bucatinsky, who produced the channel's popular and award-winning "Web Therapy." This original series shares LGBT celebrities' personal stories of overcoming obstacles, putting their struggles and successes in historical context to provide a powerful and inspirational message for those who may be facing similar challenges. Talent from season three included actor Sir Ian McKellen; singer/songwriter Adam Lambert; actress and talk show host Raven-Symoné; comedian Wanda Sykes; actress Candis Cayne; and reality TV star EJ Johnson., with each episode sharing an personal story of how "it got better".